The one thing that characterises a healthy com pany is that it understands, utilises and develops its strengths. Royal Greenland’s indisputable strength is that we own the entire value chain, right from the fish to the dinner table or to a table in a restau rant or a canteen. Most of our competitors who fish sell their prod ucts to middlemen who sell them on to retail and food service customers. And most of our competitors who sell fish to the retail industry or to food service customers buy their products from middlemen. We have caught or bought in a significant pro portion of the fish and prawns we sell to our end customers ourselves – and the bulk of the fish and prawns we catch or buy in is sold through our own sales companies in Europe and Asia. We are close to the fish and close to the con sumer. That is our unique strength. And it is a strength that we will continue to ex ploit and develop. The organisational changes we have made in recent months to strengthen category manage ment, upgrading the operational organisation in Greenland and the formalisation of the major raw materials purchasing decisions are just a few examples of our desire to wed what we know about fish with what we know about our consumers. Quite simply, it is not enough that we are close to some consumers and some fish. We have to be close to all consumers and all fish. We have to utilise our knowledge on fishing – even with regard to those fish we don’t catch or buy in. And we have to utilise our knowledge on consumers – even with regard to those con sumers to whom we don’t sell directly. It all sounds very simple, but every single one of us in Royal Greenland must never stop asking ourselves if we are sufficiently close to the fish and the consumers who form the bedrock of our continued success. Are we always getting the maximum return from our insight into fishing and our daily contact with consumers and customers – or are there situat ions where we are just doing what we have al ways done instead of striving to find the perfect match between fish and consumer? Spend a little time thinking about this over the summer because it is a subject I will be return ing to in the next issues of Navigatio. And, of course, I wish you all a great and well deserved summer! NAVIGATIO NR. 34 2012 1
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